Rich Morris is the owner of ROI Consulting, a strategic planning and family-business consulting firm based in Evanston, Illinois. He is also an adjunct professor at the Lake Forest Graduate School of Management. Rich earned a bachelor's degree in planned studies from Ithaca College's School of Humanities and Sciences, and continued his education at Northwestern University's Kellogg School of Management, earning an M.B.A.

Rich started his career developing adult educational programs at Raymond Lift Truck, Gould Corporation, and Imperial Clevite Corporation. He continued his career by joining his family's 80-year-old company, Fel-Pro Inc. While at Fel-Pro, he held several positions, starting in distribution, sales, and personnel training. In 1990, he led the marketing efforts of Fel-Pro's automotive aftermarket division. In 1992, he joined Fel-Pro's board of directors. Looking for ways to expand the company in the mid-1990s, Rich led the effort to identify strategic acquisitions and opportunities for internal business growth, which ultimately led to the sale of Fel-Pro in 1998.

While working in the automotive industry, Rich was president and board member of the Automotive Marketing Communications Council and the Automotive Training Managers Council. He was also a member of the National Car Care Council Steering Committee, the Society of Automotive Engineers Customer Relations Committee, the Automotive Warehouse Association Training Committee, and the Automotive Warehouse Association Young Executives Society.

Rich is the coauthor of the book Kids, Wealth, and Consequences: Ensuring a Responsible Financial Future for the Next Generation. He and his wife, Linda, have three children: Aaron, Allison, and Charlie.